Volume
1, Issue 1 (Fall 2017)
Look Inward for External
Success: The Importance of Internal Marketing
Katie Auman
Marketing Libraries Journal, volume 1, issue 1, pages 17-25
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Abstract: Marketers often overlook one of the most important pieces to
branding and marketing success: getting the staff on board early and developing
brand ambassadors who embody and “live the brand.” In other words:
internal marketing. When planning for a large marketing campaign that included introducing
a new library tagline, Connect to Curiosity, the Communications team at
Poudre River Public Library District recognized early in our planning
process that the most critical step in our public rollout of the new
tagline would be an internal one. This article is an overview of the
goals, strategies, and take-aways from our internal marketing
campaign.
Keywords: internal marketing, branding, brand ambassadors, marketing
campaigns, practical approach
Citation to article:
Auman, K. (2017). Look Inward for External Success: The Importance of Internal Marketing. Marketing Libraries Journal, 1(1), 17-25. Retrieved from http://journal.marketinglibraries.org/dec2017/3_Campaign_MLJ-v1-i1-Fall2017.pdf |
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